Godrej Appliances ties up with Indiatimes to setup online brand shop

NEW DELHI: Consumer durables company Godrej Appliances Tuesday tied up with Times Internet's shopping portal Indiatimes.com to launch an exclusive online brand shop for selling refrigerators, washing machines, air conditioners and other appliances to shoppers. Godrej Appliances executive vice president for marketing and sales Kamal Nandi said the company expects to generate sales of Rs 15 crore from the tie-up within this year.

Indiatimes.com will provide the web interface for the online store, manage customer relations and support while Godrej will use its massive logistic network of 31 depots and four hubs to deliver products across the country. Customers will be able to track their orders on the portal. The durable maker will continue to sell through different portals but all traffic from Godrej's home sites - godrejapplainces.com and gojiyo.com - will be directed to Indiatimes' shopping platform. Godrej will pay a commission to the website instead of sharing revenue.

Indiatimes.com's chief operating officer Subhanker Sarker said the company was building a scalable model and would announce more such exclusive tie ups. "We're in final level of talks with a jewelry player and will go into multiple categories within the next 12 months," he said.